Accessibility and Availability: the Role of Prior Preferences in Judgment Formation

Maria Kratcholova, McGill University, Canada
Ulf Bockenholt, McGill University, Canada
In a brand evaluation context, this study investigates the role of prior opinions and preferences in judgment formation based either on accessibility experiences or on cognitive content. With a prior positive attitude towards a brand, consumers tend to perceive the ease of retrieval experience as diagnostic, whereas for less-liked brands, consumers tend to rely more strongly on the generated cognitive content. We conclude that considering prior opinions about a brand is vital for marketers since the same response process (i.e., reason-generation) may lead to opposite results depending on the prior preference for the target brand.
[ to cite ]:
Maria Kratcholova and Ulf Bockenholt (2008) ,"Accessibility and Availability: the Role of Prior Preferences in Judgment Formation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 979-979.